Featuring the Seconds-to-None in Your Blog or Newsletter

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“Secondary characters add depth and interest to the world your main character inhabits, helping to make the tale more memorable,” Ellen Bulkema writes in the writersinthestorm blog. As a source of support for the protagonist of a novel, secondary characters can also be used to present an obstacle or challenge, or to serve as teachers or guides. Supporting characters don’t need as much detail as you’d give to primary characters, Bulkema admits, but can help clarify the mindset and relationships in the setting.

In a business or practice, the employees, who, while seemingly “secondary” to the business owner or practitioner him or herself, are key to the customer experience. Featuring those players in blog posts and newsletters help humanize a company and create loyal fans. As Disney Parks’ Thomas Smith explains, “…we like to go behind the scenes to show the dedication and inspiration that make our park experiences so magical for our guests.”

A corporate blog is the “space for your company employees to help prospects , providing customers with practical solutions,,” greatcontent.com explains. “It will help customers relate to you even more because they will see human faces and names behind the blog posts.” Sproutsocial agrees. “Real people are the key to authentic relationships,  Consumers want to learn more about the people behind their favorite brands.”

At Say It For You, our writers understand that, because the employees are the ones in the field and on the phone with customers and clients, they know the strengths and best uses of the company’s products and services and it is they who can best supply the anecdotes that are so useful for marketing content. One way we involve employees is to highlight specific accomplishments in a blog or newsletter. When readers learn about an employee’s enthusiasm and how that person put in extra time and effort in serving customers, that cements the customer’s relationship with the company or practice.

Featuring those “seconds-to-none” employees in the company’s or the practice’s communications can be a gift that keeps on giving.

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National Blog Marketing Appreciation Day?

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“Jumping in on the ‘National Days’ hype can be a great way for your business to spread awareness about a cause, as well as being a great tool for marketing and really boosting those engagement rates.” Polly Oakes advises in Remarkable Commerce.

So right. At Say It For You, we teach, tying blog content to current community happenings and currents events is a winning strategy. Leveraging your community is really nothing more than “meeting” strangers and helping to turn those strangers into friends.  Using National Days simply expands the “reach”.

So how have all these national days come to be? Individuals who wish to promote a cause, go through their legislators, who in turn request of the President of the United States to issue a proclamation, which then must be approved by congressional vote.

This very month of August, 2023, for example, started out marking World Lung Cancer Day, International Mahjong Day, Respect for Parents Day, and National Raspberry Cream Pie Day, all on August 1st! Today, August 10, is a content marketing bonanza:

  • National S’mores Day Use to market cooking classes, groceries, for cooking classes, camping outfitters?

  • National Skyscraper Appreciation Day (marks the anniversary of the birth of William Van Alen, designer of the Chrysler Building) Use for architectural and design firms, travel agencies, art deco interior design, jewelry?

  • National Spoil Your Dog Day Use in marketing dog food, pet care, trainers, obedience school?

  • World Lion Day (founded ten years ago by Dereck and Beverly Doubert in partnership with National Geographic to raise awareness about lions being an endangered species due to hunting and poaching). Use in marketing content for the zoo? For veterinary practices? Pet shops?

In addition to using national days, when we enter conversations that are trending at the time, tying the blog content to current events, and to conversations that are trending at the time, that serves the dual purpose of “playing off” already existing popular interest while possibly earning search engine “Brownie points” as well. Did we attend a performance or rally? How does what we heard and saw tie in with our own work in the community?

Mahjong with s’mores, anyone?

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You May Not Have Breaking News, but You Can Use Breaking News for Your Blog

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using news in blogs

 

The word “news”, when it comes to blog marketing, can mean several different things.

Your “own” news:
One type of news is centered around you and your business or practice. Perhaps you’re introducing a new employee or partner. You may be introducing a new service you’re beginning to offer, or a new product line. The purpose is not to brag, but to present the “news” in such a way that readers will consider it important and relevant to their needs.

Community news:
A second type of news piece might relate to your community, your city, your country, even worldwide events, with you providing an update on “what’s-going-on-and-how-do-we-fit-in”. (In fact, as I teach at Say It For You, reading daily newspapers is just one of many strategies for blog content development. The idea is not to regurgitate what’s already been said by a magazine or news source writer, but to demonstrate that you’re staying on top of the latest happenings. Ideally, you’re offering a different “slant” on those current happenings.

News from your industry or profession:
Showing that you are keeping abreast of the latest thinking in your field is the key to earning “expert power”, showing readers that you are in a good position to spot both threats and opportunities, which you will, of course, be sharing with them.

Trending topics:
Even though today’s most searched-for topic may not be what is most often talked about tomorrow, you can benefit readers by tying your blog content to popular topics. While the focus of your business blog will be on the business owners and the services, advice, and products they offer, the content can reflect current happenings and concerns.

The distinguishing feature of “news” (as opposed to information in general) is that it is recently updated information. And one of the realities of the digital age is that it’s only recently updated information that is likely to have an impact on our marketing results. “Building equity” through repeated use of keyword phrases – and evergreen content – is part of blog marketing, but “news” plays a key role in keeping content “fresh”.

You may not have “breaking news”, but you can use breaking news for your blog!

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